8 Pioneers Changing the Neuroscience Game

11 February 2021

Now you know all about neuroscience and its role in marketing from the previous SBBlogs in our Engagement Insights® series, we want to introduce you to people who have caused ripples in the neuroscience ocean...

1 Daniel Kahneman


Nobel Prize winner, Professor of Psychology and Public at Princeton and best-selling author of ‘Thinking, fast and slow’.
Kahnamen introduced the 2 System model, System 1 and System 2 thinking which he proposed could help us find more rational solutions to problems that we as a society face.

Kahneman developed the Nobel prize winning Prospect Theory, which suggests the assumption that individual investors are rational leads to serious mistakes.

More On Kahneman




2 Richard Thaler 


American Economist and distinguished service Professor of Behavioural Science and Economics at the University of Chicago Booth School of Business. Thaler was awarded the 2017 Nobel Memorial Prize in Economic Sciences for his contributions to behavioural economics. Best known for his book ‘Nudge: Improving Decisions about Health, Wealth, and Happiness’.

Thaler is champion for using applied behavioural economics to understand behaviour. He developed the theory of limited rationality which explains how people simplify financial decision-making by creating separate accounts in their minds, focusing on the narrow impact of each individual decision rather than its overall effect. [1]

Thaler's Works




3 Dan Ariely


Israeli-American Professor of Psychology and Behavioural Economics at Duke University and author, best known for his works including 'Irrationally Yours', 'Predictably Irrational', 'The Upside of Irrationality' and 'The (Honest) Truth About Dishonesty'.

Through his research, Ariely aims to better understand decision-making, behavioural economics and irrationality in order to help improve aspects of people’s life including financial decisions, health and forming better habits.

Watch Ariely's Talks




4 Darren Bridger


Darren is a neuroscientist and author, and currently Cloud Army’s Chief Science Officer.
Bridger has pioneered hundreds of projects spanning many industries and brands over the last 20 years, and is a notable player in the

Consumer Neuroscience industry. He has developed many tests using neuroscience methodologies including EEG (electroencephalography), eye-tracking, facial action coding, and implicit response methods.
Best known for his book, ‘Decoding the Irrational Consumer' - an overview of consumer neuroscience methodologies.

More On Bridger




5 Antonio Damasio


A Portuguese-American neuroscientist, with his main field of expertise being neurobiology. Author of ‘Descartes' Error: Emotion, Reason and the Human Brain’.

Damasio explains that emotions are a collection of unconscious neural responses to human experience. The development of consciousness relies on three notions: emotion, feeling, and feeling a feeling.

Damasio's TED Talk




6 Clotaire Rapaille


A French marketing consultant who is the CEO and Founder of Archetype Discoveries Worldwide. Rapaille has also published 17 books ranging from Psychology, Marketing and Sociology, most notably he wrote ‘The Culture Code: An Ingenious Way to Understand Why People Around the World Buy and Live as They Do’.

Rapaille proposes that in a three-way battle between the cortical, the limbic (home of emotion) and the reptilian areas. The reptilian being your survival brain, which always wins.

Read Rapaille's Interview




7 Dr Joe Dispenza


Researcher, lecturer, author, and corporate consultant, Dr Dispenza has expertise in neurology, neuroscience, brain function and chemistry, cellular biology, memory formation, and ageing and longevity. Dr Dispenz uses his findings to teach people to empower and heal the mind through meditation and mindfulness.

Famous for his book ‘Becoming Supernatural: How Common People Are Doing the Uncommon’.
Dr Dispenza’s blog covers a wide variety of topics including Emotion, Consciousness and the brain.

Visit Dr Dispenza's Blog




8 Saddington Baynes


Neuro-led Creative Production Studio, pioneering an innovative creative production methodology - neurocreativity - using neuroscience to optimise the emotional effectiveness of imagery.

Having released groundbreaking studies such as the 2020 Perception Index® and the imminent release of our 2021 white papers coming soon…


Book a meeting to find out more.

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